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Insights
The Latino market isn’t a niche. It’s a powerhouse.
5th largest economy
If U.S. Latinos were a country, they’d be the 5th largest economy in the world—and their GDP is growing 2.5x faster than their non-Latino counterparts.
US Population Engine
Latinos are driving U.S. population growth, accounting for more than 70% of all growth in the American population.
An Unmatched Loyalty
Latinos are more loyal to brands and behaviors than the general market. 57% stay loyal to brands that “respect my Latino heritage.”
Relationship > Reach
Winning with Latino constituents isn’t about checking a box with a consumer— its about a deliberate, long-term strategy to enter into relationship with a community.
What Top Companies Know
Winners with the Latino consumer gets two things right:
1.Their products actually fit Latino needs
2.Their messaging aligns with Latino cultural identity
Unlock the next decade of growth.
Latino Futures delivers the insights leaders need to capture lasting market share.
Cultural Fluency Beyond the Stage. Respecting Ritual Deepens Audience Bonds
Insight Bad Bunny’s influence isn’t just about chart-topping hits or spectacle — it’s rooted in a deep understanding of cultural context, ritual, and emotional resonance. When he performed in Mexico City on December 12, he paused during his show to honor La Virgen de Guadalupe, a figure central to Mexican Catholic faith and identity, prompting the crowd to sing “La Guadalupana, la Guadalupana bajó al Tepeyac” together in celebration. That moment wasn’t a publicity stunt —
3 days ago1 min read
The Globalization of American Platforms. Global Talent Reshapes U.S. Media Scale
Trend The halftime show also underscored a shift in how American stages operate in a global economy. Bad Bunny’s rise — powered by streaming, cross-border fandom, and digital communities — proves that influence no longer flows one way through English-language gatekeepers. The NFL effectively tapped into a global audience while refreshing its domestic relevance with younger, multicultural viewers. For media companies and brands this blueprint: global-first talent, culturally s
3 days ago1 min read
Culture as Market Power. Latino Influence Driving Mainstream Growth
Trend Bad Bunny’s all-Spanish halftime performance wasn’t just a cultural statement — it was a market signal. With Latinos driving U.S. population growth and wielding over $4 trillion in purchasing power, the NFL’s decision to center a Spanish-language global artist reflects a broader business reality: Latino Culture is no longer the side-act; it is the main event. Brands that once treated multicultural marketing as a segment strategy are now recognizing it as a growth strate
3 days ago1 min read
Below The Surface: The Latina Household CFO
Insight Consider the Latina matriarch as Household CFO. She is often the primary decision-maker for grocery, personal care, household goods, and increasingly financial and automotive choices. She balances value, quality, and long-term utility, and she actively experiments with new products when they solve real problems. Research consistently shows Latina mothers over-index on trial, brand switching, and word-of-mouth influence relative to the general population. She is not si
Jan 21 min read
Cross-Current: Latino Taste-Making is Rewiring U.S. Consumer Behavior Far Beyond Latino Audiences
Trend Latino consumers do not just represent demand growth. They are often upstream of the cultural signals that later reshape mainstream consumption. Hispanic and Latino households already deliver more than their share of growth in categories like CPG, where they represent roughly 14% of households yet account for a larger share of dollar growth. Beyond purely spending, Latinos frequently lead in beauty, where natural and fragrance-forward products resonate; in digital and
Jan 22 min read
The Coming Wave: The Next $2T in Consumer Spending will come from Latino Households
Trend The customer you’re underserving is the one driving growth in your category. Latino consumer spending in the U.S. reached nearly $2.5 trillion in 2023 and has grown at more than twice the rate of non-Latino spending over the past decade. Forecasts through 2030 show continued acceleration across regions and categories, positioning Latino households as the primary source of net new demand in the U.S. economy. A vivid example of this shift is already visible in the auto in
Jan 21 min read
Below The Surface: Rethinking Diversity
Insight Many corporate diversity programs fail not because inclusion doesn’t matter, but because the framework is misaligned with business reality. Diversity framed as a moral goal or HR initiative will always struggle to sustain itself especially when times get tough. But when tied to strategy and outcomes, it becomes a source of innovation, growth, and loyalty. DEI, as commonly practiced, is transactional . It measures representation, checks boxes, and often centers optics
Dec 8, 20252 min read
Cross-Current: Culture-Forward DesignCreates Products That Travel Farther
Trend When companies design through specific audiences–not just to them–the impact ripples outward, carrying products and messages into broader markets. Some notable examples include: Microsoft Xbox Adaptive Controller : Diverse insights opened new markets while superserving existing customers. Barbie’s Día De Muertos Collection : Cultural authenticity became a global collectible, showing how deep resonance can expand reach. Owens Corning and Latino contractors: Investing i
Dec 8, 20251 min read
The Coming Wave: Culture-Informed Talent BuildsMarket-Informed Strategy
Trend The U.S. labor force is shifting rapidly: Latino workers now account for 18% of the labor pool. Companies whose internal composition mirrors their markets gain measurable advantages: Better market insight & product relevance: Employees reflecting your customer base help build products that resonate. Stronger connection & differentiation: Competitors can mimic your products, but they can’t plagiarize the authentic relationships you build with your customers. “Diversity”
Dec 8, 20251 min read
Below The Surface: Mini case study:Streaming platforms that bet Latino-first unlocked mainstream growth
Insight Several streaming players expanded subscriptions by placing Spanish-language and bicultural content at the center of their product strategy, pairing dual-language UI, sports rights, and bilingual originals to capture multicultural families and younger viewers. These investments drove measurable subscriber gains and greater platform stickiness among households that stream in both languages. This is product-first growth, not niche targeting. The Business Problem Too man
Dec 8, 20251 min read
Cross-Current: Gen Z’s Digital Behavior Is Shifting Toward Bicultural Norms
Trend Gen Z is the most Hispanic youth cohort in U.S. history and the most bicultural. Their cultural signals are already mainstreaming: multilingual meme formats, Spanglish micro-humor, creators who switch registers mid-video, and platform-native hybrid genres. Marketing and product teams optimized for millennial-era, single-language creative will fail to capture attention from this cohort. Executives should stop asking whether to “translate” creative and start asking how pr
Dec 8, 20251 min read
The Coming Wave: AI Adoption Will Split the Market. Latinos Will Decide the Winners.
Trend By 2030. roughly one in four members of Gen Z will be Latino, and that cohort is already shaping consumption, work, and entertainment habits. At the same time, Latinos and Latino-led small businesses are among the fastest adopters of AI tools, over-indexing for integrating automation into commerce and content. If your personalization engines, chatbots, or product heuristics are trained primarily on monolingual data and other mis-aligned cultural markers, they will under
Dec 8, 20251 min read
Below The Surface: Why Traditional DEI Practices Fail
Insight Most diversity initiatives have become blunt instruments—reducing, bypassing, and trivializing the human insight they were meant to unleash. DEI programs often focus on compliance, programs, or training—essentially ticking boxes. We reject this approach, not because training is bad, but because it misses the forest for the trees. Hiring people of diverse backgrounds without leveraging their lived experiences treats diversity as “skin deep.” A culture that values diver
Oct 20, 20251 min read
Cross-Current: Innovation Revenue Accelerated by Diverse Corporate Culture
Trend Companies with diverse leadership generate nearly twice the innovation revenue of their peers. Most corporations reduce diversity to compliance or optics. We challenge this: diverse cultures are engines of innovation, shaping products, marketing, and growth strategy. Cultural insight isn’t just “nice to have”–it’s a critical early warning for misaligned strategy and missed opportunities. Research shows leadership teams with above-average diversity generate 45% of total
Oct 20, 20251 min read
The Coming Wave: Top-Quartile Diversity Outperforms
Trend When embedded into decision-making at the outset, diversity helps organizations thrive. Most companies treat diversity as a moral obligation or HR exercise. At Black//Brown Advisory, we’ve seen it differently since our founding in 2018: diversity is a strategic revenue engine. When embedded early in process and decision-making, it drives revenue, uncovers market insight, and creates opportunities competitors miss. Companies in the top quartile for ethnic and cultural di
Oct 20, 20251 min read
Below The Surface: Consumption Spikes Drive Long-Term Market Gains
💡 Insight Major sporting events like the World Cup can permanently raise demand, not just create a temporary or seasonal spike. 📊 By the Numbers During the 2018 World Cup, beer sales in Latin America jumped 5.8% and stayed ~3% above baseline after the tournament. In 2026 U.S. Latino households are expected to drive similar growth in categories like beer, snacks, and quick-serve restaurants—especially in DMAs such as Los Angeles, Houston, and Miami. In this market climate, r
Oct 13, 20251 min read
Cross-Current: Streaming and Spanish-Language Media Surge
📈 Trend The World Cup is reshaping sports media consumption, with streaming and Spanish-language content driving mainstream trends. ❓ Signposts Spanish-language platforms are becoming bellwethers for next-generation sports media consumption; ignoring this audience means missing early signals of broader market shifts. For example, Telemundo’s 2022 coverage averaged 2.58M viewers per game, up 14% from 2018. And the 2022 Argentina–France final achieved a total Spanish-language
Oct 13, 20251 min read
The Coming Wave: Latino Fandom and the2026 World Cup
📈 Trend U.S.-born Latinos will exhibit dual and fluid soccer loyalties, reflecting bicultural identity and creating multi-layered engagement opportunities. ❓ Why it matters Brands that understand these hierarchical loyalties can maintain relevance throughout the tournament—even when teams are eliminated— turning shifting allegiance into measurable attention and loyalty. Many U.S.-born Latinos cheer for both the U.S. and their heritage country, transferring loyalties as m
Oct 13, 20251 min read
Below The Surface: Miami’s Latino Network Effect
💡 Insight Latino business ecosystems in metros like Miami generate measurable productivity advantages and resilience when concentrated. ❓Why it matters When Latino entrepreneurs cluster, they don’t just grow individually—they amplify one another’s success, creating stronger local economies and more resilient markets. In greater Miami, Latinos make up nearly half (47%) of the population and own more than a quarter (27%) of all small businesses. Latino-owned small businesses g
Sep 29, 20251 min read
Cross-Current: Digital-First Latino Entrepreneurs
📈 Trend Latino entrepreneurs skew young—56% are under 45. This digital-first generation is reshaping B2B engagement, with their...
Sep 29, 20251 min read
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